Arctic Home: Coca-Cola and World Wildlife Fund project
Molly AlexanderLauren HalabiHeather MoorenBrittany Taylor &Ardranna Weatherspoon 4/18/13
Coca-Cola WWF◦ John Pemberton, inventor◦ Asa Griggs Candler◦ 94% of the worldrecognizes Cokebranding (1)◦ First polar bear print adappeared in France in1922◦ “To create value andmake a difference.”(2)o Founded in 1961o Limited amount oforganizations dedicated tomeeting conservationneedso Morges Manifestoo 10 billion dollars for13,000 conservationprojects (4)
Builds upon existing relationship focused onfreshwater conservation Launched in 2011 Furthering WWF’s efforts to protect the Arctic bysurveying polar bear populations and model futureice conditions $2 million contribution commitment and match up to$1 million of consumer donations (made throughpackage codes) (3)
To raise up to $1 million in consumer donationsfor WWF’s efforts to help polar bears thrive in theArctic by Feb. 15, 2013. Increase product line sales by 5% throughout theholiday season (Nov. 15, 2012-Feb. 15, 2013). To increase awareness of polar bearendangerment due to habitat loss by Feb.15, 2013. To increase awareness of WWF’s efforts inconservation by 10%, in particular for the polarbear and Arctic ice caps.
Action◦ Organizational performance Live Positively Philosophy◦ Audience Participation Text code to donate Virtual Artic Parcel◦ Develop Coalition Continued with WWF Communication◦ Publicity Retail, entertainment and restaurant partners IMAX Film To the Artic 3D (5) Transparency Annual social and sustainability reports (3)
◦ Website and social media◦ IMAX partnership◦ New print and digital ads◦ In store promotions◦ Change the color and design of the Coke can◦ Change the color of other product caps
Coca-Cola drinkers Soda drinkers Animal/Habitat Conservationists Active publics willing to text in and donate
Ethos◦ Website tab with poplar bears and researchers Logos◦ Website tab with artic, field work and statistics Pathos◦ Love appeal◦ Guilt appeal
Strengths:◦ Great way to increase sales, as well ascorporate social responsibility◦ Matching donations and contributing anadditional $400,000◦ “Texting the package code” idea Weaknesses:◦ Should have raised more awareness beforelaunching the campaign◦ Reciprocity◦ Research
Build on success:◦ Keep partnership with WWF◦ Incorporate other social media outlets◦ Increase monetary goals Address weaknesses:◦ Minimum donation amount◦ Did not reach donation goal◦ Incorporate text code on all packaging◦ Extend promotional coke can availability and durationof the campaign◦ Pretest packaging
1. Authors. (2013) Coke and Steel Moist. Retreived from:http://steelmediainc.com/case-studies/22/coke/2. Conversations Staff. (2012, 1 12). The enduring history of coca-colaspolar bears. Retrieved fromhttp://www.coca-colacomapny.com/stories/coke-lore-polar-bears3. Authors. (2013) Welcome to the arctic. Retrieved from:http://www.arctichome.com/showLBE.do?id=arcticHome&type=pillar&size=3&exp=html&4. Authors. (2013). Retrieved from:http://worldwildlife.org/about5. Zmuda, N. (2011). Coca-cola gets real with polar bears. Retrieved from:http://adage.com/article/cmo-strategy/coca-cola-polar-bears-wwf-promo/230632
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